{"id":22234,"date":"2025-01-22T17:57:56","date_gmt":"2025-01-22T17:57:56","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=22234"},"modified":"2025-01-22T17:57:57","modified_gmt":"2025-01-22T17:57:57","slug":"customer-driven-relationships","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/br\/blog\/customer-driven-relationships\/","title":{"rendered":"Rela\u00e7\u00f5es guiadas pelo cliente: como constru\u00ed-las na era dos agentes de IA\u00a0\u00a0"},"content":{"rendered":"\n<p>As empresas enfrentam o desafio de manter os clientes engajados em um percurso ditado por eles mesmos, por meio dos canais que escolhem para interagir e dos dados que decidem compartilhar.&nbsp;&nbsp;<\/p>\n\n\n\n<p>O marketing n\u00e3o deve ser apenas um passo isolado na sua estrat\u00e9gia, mas integrado em todo o percurso do cliente. Isso resulta em uma experi\u00eancia fluida para clientes e equipes.&nbsp;&nbsp;<\/p>\n\n\n\n<p>Sejamos francos: com muita frequ\u00eancia, as empresas acabam refletindo sua estrutura interna para os clientes. Cada intera\u00e7\u00e3o com um departamento parece um novo ponto de partida, como se o cliente precisasse se reintroduzir \u00e0 marca a cada contato. Essa experi\u00eancia frustrante pode ser comparada ao filme <em>&#8220;O Feiti\u00e7o do Tempo&#8221;<\/em>. A solu\u00e7\u00e3o? Construir um sistema baseado em rela\u00e7\u00f5es guiadas pelo cliente.\u00a0\u00a0<\/p>\n\n\n\n<div class=\"wp-block-yoast-seo-table-of-contents yoast-table-of-contents\"><h6>Table of contents<\/h6><ul><li><a href=\"#h-marketing-como-motor-da-experiencia-do-cliente\" data-level=\"2\">Marketing como motor da experi\u00eancia do cliente<\/a><\/li><li><a href=\"#h-o-que-sao-relacoes-guiadas-pelo-cliente-nbsp\" data-level=\"2\">O que s\u00e3o rela\u00e7\u00f5es guiadas pelo cliente? \u00a0<\/a><\/li><li><a href=\"#h-como-marketing-ti-e-experiencia-do-cliente-podem-convergir-nbsp\" data-level=\"2\">Como marketing, TI e experi\u00eancia do cliente podem convergir? \u00a0<\/a><\/li><li><a href=\"#h-gostou-de-saber-mais-experiencia-do-cliente\" data-level=\"2\">Gostou de saber mais experi\u00eancia do cliente?<\/a><\/li><\/ul><\/div>\n\n\n\n<div class=\"layout-one wp-block-salesforce-blog-offer\">\n\t<div class=\"wp-block-offer__wrapper\">\n\n\t\t<div class=\"wp-block-offer__content\">\n\t\t\t<h2 class=\"wp-block-offer__title\">O papel da lideran\u00e7a da experi\u00eancia do cliente<\/h2>\n\t\t\t\t\t\t\t<p class=\"wp-block-offer__description\">Aproveite a urg\u00eancia de um mundo competitivo para impulsionar a transforma\u00e7\u00e3o digital e conquistar margens e participa\u00e7\u00e3o de mercado, proporcionando uma experi\u00eancia \u00fanica aos seus clientes.&#8221;<\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t<div class=\"wp-block-button\">\n\t\t\t\t\t<a class=\"wp-block-button__link\" target=\"_blank\" href=\"https:\/\/www.salesforce.com\/br\/form\/service-cloud\/hbr-engaging-the-c-suite-with-customer-experience\/\">Ver white paper<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t<div class=\"wp-block-offer__media\">\n\t\t\t\t\t<\/div>\n\t<\/div>\n\n\t\t\t<div class=\"wp-block-offer__graphics wp-block-offer__contour\"><\/div>\n\t\n\t\t\t<!-- Standard Illustration -->\n\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__illustration\" src=\"https:\/\/www.salesforce.com\/br\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-illustration-layout-one.png\" alt=\"\">\n\n\t\t<!-- Small Accent Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__accent\" src=\"https:\/\/www.salesforce.com\/br\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-accent-layout-one.png\" alt=\"\">\n\t\t\n\t\t<!-- Left Side Illustration -->\n\t\t\n\t\t<!-- Cloud Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__cloud\" src=\"https:\/\/www.salesforce.com\/br\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-cloud-layout-one.png\" alt=\"\">\n\t\t\n\t<\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-marketing-como-motor-da-experiencia-do-cliente\"><strong>Marketing como motor da experi\u00eancia do cliente<\/strong>\u00a0<\/h2>\n\n\n\n<p>Tradicionalmente, o marketing foi considerado apenas a porta de entrada do cliente: atrair e passar o bast\u00e3o para vendas, atendimento e outros departamentos. Esse modelo n\u00e3o funciona mais. Hoje, as empresas precisam manter os clientes engajados ao longo de todo o percurso, que \u00e9 guiado pelos canais e dados escolhidos pelos pr\u00f3prios clientes.&nbsp;&nbsp;<\/p>\n\n\n\n<p>Para simplificar, chamaremos todos os respons\u00e1veis por liderar essa transforma\u00e7\u00e3o de &#8220;especialistas em marketing&#8221;.&nbsp;&nbsp;<\/p>\n\n\n\n<p>Os profissionais de marketing precisam adotar um modelo n\u00e3o linear, engajando os clientes de maneiras relevantes para eles. As equipes de marketing, vendas, com\u00e9rcio e atendimento devem trabalhar em perfeita sincronia, com transi\u00e7\u00f5es fluidas entre departamentos.&nbsp;&nbsp;<\/p>\n\n\n\n<p>As inova\u00e7\u00f5es recentes em dados e IA t\u00eam transformado essa din\u00e2mica, permitindo \u00e0s empresas conhecer melhor seus clientes, criar intera\u00e7\u00f5es personalizadas e integrar departamentos com mais efici\u00eancia. Agentes aut\u00f4nomos \u2014 baseados em IA \u2014 est\u00e3o ajudando a antecipar necessidades, planejar a\u00e7\u00f5es e automatizar processos de forma que facilite a colabora\u00e7\u00e3o interna e melhore a experi\u00eancia do cliente.&nbsp;&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-o-que-sao-relacoes-guiadas-pelo-cliente-nbsp\"><strong>O que s\u00e3o rela\u00e7\u00f5es guiadas pelo cliente?<\/strong>&nbsp;<\/h2>\n\n\n\n<p>Rela\u00e7\u00f5es guiadas pelo cliente buscam construir satisfa\u00e7\u00e3o e fidelidade ao longo do tempo, engajando-os em seus pr\u00f3prios termos. Isso significa criar valor em cada intera\u00e7\u00e3o, independente do ponto de contato \u2014 seja no atendimento, vendas ou com\u00e9rcio.&nbsp;&nbsp;<\/p>\n\n\n\n<p>O marketing, tradicionalmente focado na parte superior do funil (conscientiza\u00e7\u00e3o e aquisi\u00e7\u00e3o), agora deve acompanhar clientes e prospects durante todo o percurso, mantendo-os informados, engajados e leais \u00e0 marca.&nbsp;&nbsp;<\/p>\n\n\n\n<p>Por exemplo, imagine uma empresa automotiva: uma fam\u00edlia pesquisa carros no site da marca, e essa navega\u00e7\u00e3o fornece dados valiosos para criar um perfil inicial. O marketing pode engaj\u00e1-los com an\u00fancios digitais e campanhas por e-mail enquanto eles exploram op\u00e7\u00f5es. Mesmo ap\u00f3s a convers\u00e3o, o marketing continua relevante, usando automa\u00e7\u00e3o para garantir intera\u00e7\u00f5es significativas no p\u00f3s-venda, como suporte t\u00e9cnico ou conte\u00fado de manuten\u00e7\u00e3o do ve\u00edculo.&nbsp;&nbsp;<\/p>\n\n\n\n<p>Esse modelo n\u00e3o \u00e9 linear; \u00e9 uma abordagem fluida, onde todos os departamentos trabalham com os mesmos dados atualizados, contribuindo para uma experi\u00eancia consistente e personalizada.&nbsp;&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-como-marketing-ti-e-experiencia-do-cliente-podem-convergir-nbsp\"><strong>Como marketing, TI e experi\u00eancia do cliente podem convergir?<\/strong>&nbsp;<\/h2>\n\n\n\n<p>No passado, o marketing operava com or\u00e7amentos e recursos isolados, frequentemente evitando colabora\u00e7\u00e3o com TI para n\u00e3o atrasar planos. Por\u00e9m, a falta de integra\u00e7\u00e3o entre departamentos impacta diretamente a experi\u00eancia do cliente.&nbsp;&nbsp;<\/p>\n\n\n\n<p>Os avan\u00e7os em tecnologias como <strong>zero-copy<\/strong> e intelig\u00eancia artificial est\u00e3o eliminando barreiras. A tecnologia zero-copy permite que o marketing acesse dados em diferentes sistemas sem necessidade de copi\u00e1-los ou reformul\u00e1-los, reduzindo depend\u00eancias de TI e facilitando a an\u00e1lise em tempo real.&nbsp;&nbsp;<\/p>\n\n\n\n<p>Essas transi\u00e7\u00f5es suaves, baseadas em dados e IA, criam um sistema conectado, beneficiando tanto os neg\u00f3cios quanto os clientes.&nbsp;&nbsp;<\/p>\n\n\n\n<p>As rela\u00e7\u00f5es guiadas pelo cliente s\u00e3o o futuro das intera\u00e7\u00f5es empresariais. Adotar essas pr\u00e1ticas significa construir um modelo mais eficiente, engajador e alinhado \u00e0s expectativas dos consumidores modernos.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-gostou-de-saber-mais-experiencia-do-cliente\"><strong>Gostou de saber mais experi\u00eancia do cliente?<\/strong><\/h2>\n\n\n\n<p>Nosso&nbsp;<a href=\"https:\/\/www.salesforce.com\/br\/blog\/\">blog<\/a>&nbsp;e&nbsp;<a href=\"https:\/\/www.salesforce.com\/br\/resources\/\">Centro de Recursos<\/a>&nbsp;est\u00e3o sempre atualizados com novidades e conte\u00fados sobre&nbsp;<strong>CRM<\/strong>&nbsp;e<strong>&nbsp;intelig\u00eancia artificial.<\/strong>&nbsp;Abaixo sugerimos outras leituras que podem ser \u00fateis a voc\u00ea:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/www.salesforce.com\/br\/blog\/2016\/07\/salesforce-einstein-inteligencia-artificial.html\">Apresentando o Salesforce Einstein: Intelig\u00eancia Artificial para Todos<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.salesforce.com\/br\/blog\/2016\/10\/Quatro-Estrategias-de-Inteligencia-Artificial-em-Vendas.html\">4 Estrat\u00e9gias de Intelig\u00eancia Artificial em Vendas<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.salesforce.com\/br\/blog\/2016\/10\/inteligencia-artificial-experiencia-do-cliente\">10 Maneiras Como a Intelig\u00eancia Artificial Transformar\u00e1 a Experi\u00eancia do Cliente<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.salesforce.com\/br\/blog\/2016\/10\/Inteligencia-Artificial-para-Pequenas-Empresas-encontre-conquiste-e-fidelize-clientes.html\">Intelig\u00eancia Artificial para Pequenas Empresas: encontre, conquiste e fidelize clientes<\/a><\/li>\n<\/ul>\n\n\n\n<p>Aproveite para conferir todas as funcionalidades do&nbsp;<a href=\"https:\/\/www.salesforce.com\/br\/products\/einstein\/faq\/\">Einstein<\/a>&nbsp;e entender como ele pode transformar os seus resultados.<\/p>\n\n\n\n<div class=\"layout-three wp-block-salesforce-blog-offer\">\n\t<div class=\"wp-block-offer__wrapper\">\n\n\t\t<div class=\"wp-block-offer__content\">\n\t\t\t<h2 class=\"wp-block-offer__title\">Conhe\u00e7a o Agentforce<\/h2>\n\t\t\t\t\t\t\t<p class=\"wp-block-offer__description\">Humanos e Agentes se unem pelo sucesso do cliente. Crie e personalize agentes de IA aut\u00f4nomos para ajudar continuamente seus colaboradores e clientes.<\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t<div class=\"wp-block-button\">\n\t\t\t\t\t<a class=\"wp-block-button__link\" target=\"_blank\" href=\"https:\/\/www.salesforce.com\/br\/form\/agentforce\/demo\/\">Ver demo<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t<div class=\"wp-block-offer__media\">\n\t\t\t\t\t<\/div>\n\t<\/div>\n\n\t\t\t<div class=\"wp-block-offer__graphics wp-block-offer__contour\"><\/div>\n\t\n\t\t\t<!-- Standard Illustration -->\n\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__illustration\" src=\"https:\/\/www.salesforce.com\/br\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-illustration-layout-three.png\" alt=\"\">\n\n\t\t<!-- Small Accent Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__accent\" src=\"https:\/\/www.salesforce.com\/br\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-accent-layout-three.png\" alt=\"\">\n\t\t\n\t\t<!-- Left Side Illustration -->\n\t\t\n\t\t<!-- Cloud Illustration -->\n\t\t\n\t<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Descubra como integrar marketing, TI e experi\u00eancia do cliente para construir rela\u00e7\u00f5es guiadas pelo cliente. Use dados, IA e tecnologia zero-copy para criar um sistema conectado que impulsione o engajamento e a fidelidade a longo prazo.<\/p>\n","protected":false},"author":522,"featured_media":22235,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"4c2740794a6c4af89fd18b953d83eb9a","post_meta_title":"","ai_synopsis":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[837,843,975],"sf_content_type":[],"blog":[],"coauthors":[838],"class_list":["post-22234","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-marketing","sf_topic-marketing-cloud","sf_topic-customer-relationships"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Rela\u00e7\u00f5es guiadas pelo cliente: como constru\u00ed-las na era dos agentes de IA\u00a0\u00a0 | Salesforce<\/title>\n<meta name=\"description\" content=\"Descubra como integrar marketing, TI e experi\u00eancia do cliente para construir rela\u00e7\u00f5es guiadas pelo cliente. 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